Team Insight

END ZONE 34 • Team Insight ~ September/October 2022 teaminsightmag.com Ida Sports Shoe Wins SFIA 2022 Start-Up Challenge An Australian company called Ida Sports, led by co-found- ers Laura Youngson and Ben Sandhu with a mission to make the best sports shoes in the world for female athletes, recently won the Sports and Fitness Industry Association's (SFIA) 2022 Start-Up Challenge for its female-spe- cific soccer shoes. e winner was selected aer a several-month selection process, culminating in a live session with nine finalist com- panies answering questions from more than 100 judges. Aer setting a world record with Equal Playing Field Initiative for the highest altitude soccer game to highlight gender inequality in sport, Youngson realized this group of women from all over the world had a common problem — soccer cleats that were extremely un- comfortable. Ida Sports spent the next two-and-a-half years working with podiatrists, phys- ical therapists, coaches and more than 800 female players to develop their first product — a soccer cleat designed specifically for women. Nobull Named NFL Combine Supplier A company called Nobull has been named the National Football League's official scout- ing Combine training partner and on-field supplier of apparel and headwear, effective in 2023. Nobull takes over from New Era, which had replaced Under Armour as the sponsor a year earlier. It marks the second sponsorship for Nobull, which last year replaced Reebok as the title sponsor of the CrossFit Games and official supplier of CrossFit apparel. At the Combine participants will be required to wear Nobull apparel and accessories during all on- and off-field activities. ey can wear their choice of footwear for on-field activities. As part of the arrangement, Nobull will "reimagine" the off- field prospect experience at the Combine. Obituary: Moe Stein of Frank's Sport Shop Moe Stein, president of Frank's Sport Shop, Bronx, NY, described as "indefatigable cheerleader for the borough of the Bronx," died on September 4, 2022, at age 93. Together with his father Frank Stein, who established the business in 1921, Moe built Frank's Sport Shop into the Bronx' leading sporting goods store and a New York City landmark.. Dick's Expands SidelineSwap Partnership Dick's Sporting Goods and Sideline Swap, an organiza- tion described as "the world's largest online marketplace for new and used sporting goods," have expanded a relatively minor partnership to offer a series of 50 trade-in events in seven states through the end of 2022. Dick's and SidelineSwap had previously held only 10 trade-in events at four Dick's locations — this takes that con- cept to a whole different level. At these trade-in events, ath- letes can exchange their used sports gear and receive Dick's gi cards to use towards their next purchase. Athletes also have the option to donate all or a portion of their trade-in value to select local sports organiza- tions. Items that do not qualify for trade-in can be donated or recycled responsibly. e partnership will expand to additional markets in 2023. According to Brendan Candon, CEO of SidelineSwap, "In a recent survey conducted by BBMG1, 62 percent of consumers surveyed said that brands could do more to help them participate in re-com- merce, so it's great to see Dick's giving more of their athletes a quick and easy way to partici- pate in the circular economy." Cap America Promotes Mendenhall Cap America has promoted Paige Mendenhall to sporting goods supervisor. Mendenhall, who has been with Cap America since 2014, will be responsible for the company's newest division of its customer service department. n Holyoke Sporting Goods Receives Marketing Award Holyoke Sporting Goods, located in Holyoke, MA, recently won the 2021 $30K Small Business Advertising Campaign spon- sored by Marketing Doctor. The contest, originally valued at $30,000, grew to $40,000 thanks to service donations from Marketing Doctor's partners, WWLP, WGGB, iHeart and Stand Out Truck, and now is valued at $52,500 as a result of the agency's media buying tactics as well as its partners' con- tinued support. Since the October 2021 announcement of the winner, Marketing Doctor has been analyzing the retail store's business needs while creating a customized and creative advertising plan and designing a new vibrant logo and modernized website — hsgsports.com. The important parts of Holyoke Sporting Goods' new campaign include a newly designed logo, a new website strategy and website redesign and an omnichannel advertising campaign valued at $52,500 at no cost to them. Campaign results to date that include a Facebook Click-Through Rate 81 percent above industry benchmark and a YouTube View Rate 66 percent above industry benchmark. For several months, the campaign has fea- tured several TV and radio advertisements. Digital marketing campaigns included the theme, "However You Choose Your Sweat: SWISH, SWING, SWIM, SWAG," that ad- dressed the team dealer's business goals. "So thankful, this gave my business that boost I needed after COVID because we were down in the dumps for quite a while. It was really lonely in here — there were no sports going on. I will always be thankful," says Betsy Frey, owner of Holyoke Sporting Goods (at right in photo above). "I know the commercial is working. Several customers have come in who told me they saw it, and these are new people. n Moe Stein (left) with his son, Ron Stein, current general merchandise manager and the third generation of Steins to run the store.

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